Marketing homework help. Plan I—TV/ Outdoor/Digital
Traditional
Television
Cable-select/OTT 15% $300M
Daytime TV 15 300M
Prime TV 40 900M
Outdoor – 25 500 M
Selected markets—key airports
Total—Traditional 100 2000M
Digital
Social–Facebook, Twitter, Snapchat, etc
Display
Note: for this plan, an added objective is required—Provide
Advertising support in key markets with airports
accounting for significant international travel.
Plan I– (cont.)
Wom. 25-54
R/F
TV 73/2.4
Outdoor 35/1.2
Total 76/3.7
Comments:
No need to justify digital recommended plan in terms of R/F.
This corresponds to the approach favored by many advertisers:
use ‘traditional’ media for awareness and reach and use ‘digital’
media for stimulus close to purchase occasion
Plan II—TV/DIGITAL
Traditional
Television
Cable select/OTT 20% $400,000
Daytime 15 300,000
Prime Time 65 1,300,000
Total-Traditional 2,000,000
Digital
Various—select among options—including
Search
Social–Facebook, Twitter, Snapchat, etc
Display
Plan II (cont.)
Wom. 25-54
R/F
TV 76/3.6
Comments:
No need to justify digital recommended plan in terms of R/F.
This corresponds to the approach favored by many advertisers:
use ‘traditional’ media for awareness and reach and use ‘digital’
media for stimulus close to purchase occasion
Plan III—Magazines/Digital
Traditional
Magazines 100% $2,000,000
Total –Traditional $2,000,000
Digital
Various—select among options—including
Search
Social–Facebook, Twitter, Snapchat, etc
Display
Plan III—Magazines/Internet
Plan III (cont.)
R/F
60/2.4
Comments:
No need to justify digital recommended plan in terms of R/F.
This corresponds to the approach favored by many advertisers:
use ‘traditional’ media for awareness and reach and use ‘digital’
media for stimulus close to purchase occasion
Plan IV—TV, Radio, Digital
Traditional
Television
Cable-select/OTT 20% $400M
Daytime TV 15 300M
Prime TV 40 800M
Radio 25 500M
Total-Traditional $2,000M
Digital
Various—select among options—including
Search
Social–Facebook, Twitter, Snapchat, etc
Display
Plan IV– (cont.)
Wom. 25-54
R/F
TV 83/2.7
Radio 49/2.3
Total 88/3.8
Comments:
No need to justify digital recommended plan in terms of R/F.
This corresponds to the approach favored by many advertisers:
use ‘traditional’ media for awareness and reach and use ‘digital’
media for stimulus close to purchase occasion
SUPPORT MATERIAL
Traditional Media
Following section contains:
Reach potential
Audience composition data, indexes, etc.
As well as other data/materials that can be cited
in strategy/rationale as basis for justifying media
choices.
Also provided—non-traditional—digital-media
Issues to be cited/considered in justifying digital
media choices including: search, display, social
Audience and Rate Data—TV
Dayparts
Wom 25-54
CPP
Prime $9756
Daytime 3390
Morning 5712
Cable Select 5454
Select-cable—diversification
cable programs performing well against upscale women 25-54.
included– OTT—the limited forms that accept advertising-
Comment:
Despite fragmentation, it is still
possible to achieve broad reach through tv —even among
millennials—but diversification is critical, and cable/OTT plays
an important role in this regard.
Prime continues to be essential as a reach producing engine,
but significant diversification is also required.
NOTES
WOMEN 25-54
Audience Composition-Index of
Concentration
Morning TV 33 110
Daytime TV 37 123
Prime 33 110
Cable—select 35 117
Radio 32 108
Newspapers 32 105
Magazines 44 146
% Index
PERSONAL
TRAVEL—3+TIMES/YEAR
Index of Concentration
Morning TV 98
Daytime TV 90
Prime TV 102
Cable-select 112
Radio 109
Newspapers 105
Magazines 120
Note: 1)These numbers—hopefully reasonable—are ’made up’ for the
purpose of the project. 2) The base=100 is women 25-54 taking 3+
flights/yr. in U. S. population.
Index
ATTENTIVENESS
Women 25-54 Paying Full
Attention
% Attentive
Morning TV 33
Daytime TV 57
Prime TV 68
Note: Attentiveness data available for over-the-air TV only—
not for cable or for other media
TELEVISION DAYPARTS—
REACH POTENTIAL—WOM.25-54
To maximize reach—
Include prime—
Also include day—for efficiency—
inexpensive grp’s help build reach
though day cannot be relied upon
exclusively
diversify—include cable /OTT—
OTT particularly important for reach
against millennials
INTERNET/DIGITAL—
COMMENTS ON
JUSTIFICATION
In general, demo data not applied, since digital
targeting is largely based on ‘browsing’ history
together with other aspects of personal makeup that
may be included as factors in Facebook algorithms or
other digital/social targeting. This form of fine
personal profile targeting can and should be cited as an
advantage.
Use of Facebook or Twitter or Instagram or Snapchat
should be discussed and justified in terms of how ads
are presented, likelihood of ‘click-in,’ selling force and
strength of ad delivery, mood created by environment
of social media setting, etc.
Search should be discussed and justified based on the
‘self-targeting’ process by which a prospect arrives at
the advertiser’s site.
‘Display’ should be discussed in terms of: sites where
placed in order to assure ‘relevance likelihood of ‘click
